“Moving Minds” campaign launches: renowned co-creators join forces with BMW to produce their content for the new BMW iX and BMW i4.

Munich. BMW is taking its successful co-creation
initiative to a new level with the market launch of the two fully
electric BMW iX and BMW i4 vehicles. BMW’s “Moving Minds” initiative
combines strong content ideas with social media stars such as
podcaster and sustainability activist Gemma Styles; twice
Grammy-nominated artist, DJ and music producer Steve Aoki; and
entrepreneur, model, actor and artist Luka Sabbat. The collaboration
between BMW and its partners results in authentic storytelling. “I
love learning about progress in sustainability and working with others
who feel the same way. The fact that this Moving Minds group, with all
their different talents, needs and backgrounds, can stand together to
drive change in sustainable mobility is fun and meaningful at the same
time”, says Gemma Styles about the “Moving Minds” campaign.

“Moving Minds” focuses on the latest BMW i models. Together with the
brand, the partners present the two new electric BMW iX and i4
vehicles to a broad digital audience. “Moving Minds” comprises 11
strong-minded personalities from various social fields such as art,
music, fashion, lifestyle, sustainability and technology who put the
two models through their paces over six months and post their
experiences on social media. “Working with this talented group is so
inspiring and refreshing to see that no matter our background, we can
always decide to change our ways of living and the way we treat each
other. Reconsidering tradition to save our planet by thinking twice
about the choices we make”, says Steve Aoki.

All the co-creators will share a “Big Picture” on their channels on
13 November to kick off this campaign. Their combined social community
reaches a total of around 75 million fans. “Moving Minds” will be
using the #bornelectric hashtag to present the BMW iX
and the BMW i4 to their followers from their own personal perspective
over the coming weeks. BMW will also publish selected posts on its
social media channels. BMW was able to gain the services of the
well-known photographer Jens Koch for the campaign pictures. The
photographer, known for his special visual language, staged the
co-creators together with the two new electric vehicles at exclusive locations.

BMW had already set new standards in co-creator communication during
the IAA Mobility 2021. The brand united its global network of
ambassadors at the international motor show in Munich to work with
them to produce creative content around the important themes of
electromobility and the circular economy. “The projects with our
co-creators during the IAA Mobility have demonstrated how
sustainability innovations can be communicated in a captivating and
creative way and how new and diverse target groups can be reached
authentically. We are proud to further expand our cooperation with
this select group of personalities, our Moving Minds, and to jointly
strengthen the communication messages around the market launches of
the BMW iX and i4,” says Stefan Ponikva, Head of BMW Brand
Communication and Experience.

Wide-reaching social media activities for the market launch of
the two all-electric BMW iX and BMW i4 models.

BMW is now turning even more intensively to a young community in
cooperation with the established network of opinion leaders for the
market launch of the BMW iX and the BMW i4. The co-creators credibly
outline to their target groups how the company lives and implements
its electromobility, using the two new electric models from BMW as
examples. Luka Sabbat says of the cooperation: “The purpose of my
platform is to inspire and encourage young people to pursue their
dreams. As part of the Moving Minds group, I can also introduce them
to a new way of mobility. I want them to see that sick design and
performance of a car is not at odds with sustainable driving and
environmental protection”.

BMW’s international co-creator community is made up of diverse,
well-known personalities from different areas of society. These
include other well-known personalities such as Academy Award-winner
Hans Zimmer, British photographer and Gen-Z advocate Brooklyn Beckham,
singer and songwriter Khalid, actor, writer, and co-presenter of art
podcast “Talk Art” Russell Tovey, Italian blogger and entrepreneur
Chiara Ferragni, as well as long-time BMW brand ambassador, model and
entrepreneur Lena Gercke, singer Zoe Wees and six-time skateboarding
world champion Nyjah Huston.